Mobile Marketing: The Emerging Indian Perspective
Varsha Jain, Saumya Pant and Aarzoo Daswani
Abstract:
India is an emerging mobile market with customer base of 826 million wireless subscribers in April 2011. Mobile phones have emerged as convenient mode of communication to reach the consumers. Hence, it is relevant to study an Indian perspective of mobile marketing by understanding the cross-cultural mobile markets and proposing strategies for Indian mobile markets. In order to understand the Indian context of mobile marketing this paper proposes to describe the consumers of mobile marketing in India and marketers who use innovative...